B2B Marketing Software Producer Demandbase Raises $15 Million

Demandbase, which develops B2B marketing software, has raised $15 million in a funding round led by Scale Venture Partners with participation existing investors including Sigma Partners, Altos Ventures and Adobe Systems, according to TechCrunch.

Demandbase’s software aims to help B2B marketers to improve conversion and sales initiatives. Founded in 2006, the company says it has used its software to map over 85 percent of B2b traffic on the web. Major clients include Adobe, HP and Dell, and the company more than doubled subscription revenue in 2012.

These companies are kinda like the ‘Russian nesting dolls’ of startups — they market to companies which market to other companies which, frequently, market to other companies. I feel like Joseph Gordon-Levitt trying to parcel out all these ‘Inception’ levels — only unlike Mr. Gordon-Levitt, I actually look like Bruce Willis.